Key takeaways
- Web readers scan; write content users can skim, not long print-style pieces.
- Keep pages concise, aim for five paragraphs or fewer and use short, conversational sentences.
- Use descriptive link text (avoid “click here”) and keep button/ link copy to 1–5 words.
- Draw attention to key points with bold/italics and lists, but don’t emphasize everything.
- Break content with clear headings and subheadings so visitors can jump to relevant sections.
- Avoid jargon, use plain language everyone will understand.
Introduction
Before most writers start to write their piece, they usually think about who they are writing for. What will their target audience be interested in…what will make them click? The most common mistake is writers create content for print and post it online. They write content for people who will read it. But writing for the web is a lot different than writing for print. The main reason is that users don’t usually read content on the web, they scan it. So here comes the big question…how do engage your customers to click through your website if they are not actually reading your content?
Answer: Create content the user can skim through.
Here are 5 tips to help you write for the web.
Keep your content short
Try to say what you need to in 5 paragraphs or less. Your visitors are not on your site for a slow read. They are on your site because they need information to solve a problem quickly, which ideally is purchasing your product or service. Sentences should be as short as you can make them to get your message across. Digital content is consumed extremely quickly, and users can get impatient if they don’t feel like they’re getting something out of it – so write your content like you are speaking to someone on the phone and make your content conversational.
Create links that make users want to click
The goal of a website is to engage viewers long enough to purchase your product or service. Links or buttons stand out from the rest of your copy and they are a great way to convey information and guide visitors to other pages. Don’t create links with the phrase “click here,” because it doesn’t provide any information to your visitors. Write links that best describe the content you are linking to. Keep the content in the button short, around 1 to 5 words.
Highlight the most important points
Because visitors scan web content, you want to draw their eye to the most important points to get your message across quickly. Use text formatting, such as bolding or italics, and make lists when possible. But don’t overdo it – you don’t want to emphasize everything.
Make use of headings and subheading
Heading and subheading make it easier for visitors to scan your content. A good rule of thumb is to break down paragraphs under different heading and subheadings, so your most important topics stand out….it also makes it easier for visitors to go to the sections that are most relevant to them.
Avoid jargon
If people don’t understand what you are writing, they will look elsewhere. Instead of alienating certain visitors with language that they don’t understand, create an inclusive writing environment that is built around using words that everyone can relate to.
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FAQ
Writing for the web means creating content people can skim instead of read word‑for‑word. Structure copy so visitors can find key information quickly: short paragraphs, short sentences, headings, lists and emphasized points that guide scanning.
Keep your overall piece to about five paragraphs or less. Use the shortest sentences that still convey your message so visitors get information quickly and don’t lose interest.
Write link text that clearly describes the destination instead of vague phrases like “click here.” For buttons or link labels, keep the copy brief (around 1 to 5 words) and focused on the action or page content.
Use selective text formatting such as bold or italics and create lists to make key points stand out. Don’t overuse emphasis, only highlight the main takeaways so they remain noticeable.
Break content into sections under clear headings and subheadings so topics stand out. This helps visitors scan the page and jump to the sections most relevant to them.
If visitors don’t understand your language, they’ll look elsewhere. Avoid jargon to create an inclusive writing environment using words that everyone can relate to.
Use a conversational tone and write as if speaking to someone on the phone. Keep sentences short and direct to match how digital content is consumed.
Use links and buttons to guide visitors to other pages and convey information succinctly. Make CTAs descriptive and brief so they stand out from the copy and clearly show where the user will go next.
